Nobu Hospitality has announced exclusive development plans in Thailand which will launch with two projects in Bangkok.

The country-wide project is born out of a collaboration between the luxury lifestyle brand and Asset World Corp (AWC), Thailand’s leading integrated lifestyle real estate group. The two partners have committed to an exclusive agreement to build several Nobu Hotels and restaurants in Thailand. With Bangkok set as the location for the first two, the companies are exploring further locations for development at the country’s most compelling destinations.

Nobu Hospitality Group CEO Trevor Horwell said: “Our strategy is to work with regional development partners in Asia who embrace our unique business model and share the same passion for luxury and high quality products.”

The Nobu restaurant will occupy the top floor and rooftop of the Empire Tower, the iconic mixed-use development right at the centre of the capital. The venue will offer an impressive panorama of the Bangkok skyline with views of the Chao Phraya River with a design that will create an exquisite dining experience.

The exact location of the signed city hotel will soon be revealed along with a completely unique and distinct programme and experience being collaboratively planned by AWC and Nobu Hospitality.

Nobu in Thailand
Nobu announced the Thailand-wide development last week. Credit: Mathew Schwartz

Nobu in Thailand

Bangkok is fast-becoming one of the most searched for travel destinations in the Asia Pacific region.

Horwell said it is an honour for Nobu to be partnering with AWC along with its CEO Wallapa Traisorat.

He added: “We have a dynamic relationship and partnership built on the foundations of trust and respect, with a vision to enact an exciting and differentiated hospitality offering.

“We are excited to move forward with the first phase of this partnership in Bangkok whilst carefully planning further developments together.”

CEO and President of Asset World Corporation, Wallapa Traisorat said it is a “great pleasure and honour” to sign the development agreement for an exclusive collaboration with the company.

“The parties are exploring further development locations in Thailand’s most compelling destinations,” she added.

“With Nobu’s iconic brand, F&B expertise, lifestyle hospitality experience and massive recognition of Chef Nobu Matsuhisa, together with many of the world’s best awards including the number one best resort hotel in continental US 2021, we believe this collaboration will create a unique luxurious F&B lifestyle hospitality destination for Thailand’s tourism industry that will attract travellers from around the world.”

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